RuraI Marketing

Its Definition and DeveIopment Perspective

1. Pratik Modi
1. Pratik Modi is a fellow programme participant in marketing area at the nstitute of Rural Management,
Anand (RMA). His interest areas are market orientation, nonprofit marketing, social marketing, strategic
marketing and research methods. E-mail: f043@irma.ac.in/pratikmodi_78@yahoo.com.
Abstract
Definition and domain related issues of 'rural marketing' need further clarification and revision. Often, rural marketing is equated with
marketing by multinationals in rural ndia. The extant literature on rural marketing has uncritically used the same theories, models,
concepts and frameworks as have been used in the mainstream marketing discipline. So far, rural marketing has not produced its
own unique theories, concepts, frameworks and distinct vocabulary. As a result, rural marketing cannot claim the status of a
separate subdiscipline within the broader marketing discipline. This article provides a critique of the extant work in rural marketing
and its dependence on the mainstream business marketing. t is argued that rural marketing must find its own distinct perspective
before theory construction can begin in the field. After reviewing the literature on marketing and economic development, it is
proposed that development of rural people should be the perspective of rural marketing. n this article, an outcome based definition
and domain of rural marketing is proposed and a few potential areas for theory construction work to begin in the subject are
suggested.
How Lo Answer z oI LIe MosL
Common nLervIew QuesLIons
by Paul Michael on 4 October 2007191 comments

%op 10 interview questions...and how you shouId answer them
As the saying goes, "f you fail to plan, you plan to fail". So here is a valuable insight into the world of interview questions and the techniques best used
to answer them.
There are some questions that are asked frequently in interviews and you should prepare your answers beforehand. The key things to remember when
responding to interview questions are to keep your answers relevant, brief and to the point. f you are faced with a difficult question, make sure you
stay calm, don't get defensive, and take a moment to think about your response before you answer.
Remember, these responses are only suggestions. Try to personalize your response as much as possible.
Question: %eII me about yourseIf.
Answer: dentify some of your main attributes and memorize them. Describe your qualifications, career history and range of skills, emphasizing those
skills relevant to the job on offer.
Q: What have your achievements been to date?
A: Select an achievement that is work-related and fairly recent. dentify the skills you used in the achievement and quantify the benefit it had to the
company. For example, 'my greatest achievement has been to design and implement a new sales ledger system, bringing it in ahead of time and
improving our debtors' position significantly, saving the company $50,000 per month in interest'.
Q: Are you happy with your career to date?
A: This question is really about your self-esteem, confidence and career aspirations. The answer must be 'yes', followed by a brief explanation as to
what it is about your career so far that's made you happy. f you have hit a career plateau, or you feel you are moving too slowly, then you must qualify
your answer.
Q: What is the most difficuIt situation you have had to face and how did you tackIe it?
A: The purpose of this question is to find out what your definition of difficult is and whether you can show a logical approach to problem solving. n
order to show yourself in a positive light, select a difficult work situation which was not caused by you and which can be quickly explained in a few
sentences. Explain how you defined the problem, what the options were, why you selected the one you did and what the outcome was. Always end on
a positive note.
Q: What do you Iike about your present job?
A: This is a straightforward question. All you have to do is make sure that your 'likes' correspond to the skills etc. required in the job on offer. Be
enthusiastic; describe your job as interesting and diverse but do not overdo it - after all, you are looking to leave.
Q: What do you disIike about your present job?
A: Be cautious with this answer. Do not be too specific as you may draw attention to weaknesses that will leave you open to further problems. One
approach is to choose a characteristic of your present company, such as its size or slow decision-making processes etc. Give your answer with the air
of someone who takes problems and frustrations in your stride as part of the job.
Q: What are your strengths?
A: This is one question that you know you are going to get so there is no excuse for being unprepared. Concentrate on discussing your main strengths.
List three or four proficiencies e.g. your ability to learn quickly, determination to succeed, positive attitude, your ability to relate to people and achieve a
common goal. You may be asked to give examples of the above so be prepared.
Q: What is your greatest weakness?
A: Do not say you have none - this will lead to further problems. You have two options - use a professed weakness such as a lack of experience (not
ability) on your part in an area that is not vital for the job. The second option is to describe a personal or professional weakness that could also be
considered to be a strength, and the steps you have taken to combat it. An example would be, ' know my team think 'm too demanding at times -
tend to drive them pretty hard but 'm getting much better at using the carrot and not the stick'.
Q: Why do you want to Ieave your current empIoyer?
A: State how you are looking for a new challenge, more responsibility, experience and a change of environment. Do not be negative in your reasons
for leaving. t is rarely appropriate to cite salary as your primary motivator.
Q: Why have you appIied for this particuIar job?
A: The employer is looking for evidence that the job suits you, fits in with your general aptitudes, coincides with your long-term goals and involves
doing things you enjoy. Make sure you have a good understanding of the role and the organization, and describe the attributes of the organization that
interest you most.
Other questions to consider:
O How does your job fit in to your department and company?
O What do you enjoy about this industry?
O Give an example of when you have worked under pressure.
O What kinds of people do you like working with?
O Give me an example of when your work was criticized.
O Give me an example of when you have felt anger at work. How did you cope and did you still perform a good job?
O What kind of people do you find it difficult to work with?
O Give me an example of when you have had to face a conflict of interest at work.
O Tell me about the last time you disagreed with your boss.
O Give me an example of when you haven't got on with others.
O Do you prefer to work alone or in a group? Why?
O This organization is very different to your current employer - how do you think you are going to fit in?
O What are you looking for in a company?
O How do you measure your own performance?
O What kind of pressures have you encountered at work?
O Are you a self-starter? Give me examples to demonstrate this?
O What changes in the workplace have caused you difficulty and why?
O How do you feel about working long hours and/or weekends?
O Give me an example of when you have been out of your depth.
O What have you failed to achieve to date?
O What can you bring to this organization?

Photo: Marco Bellucci / Flickr

[Editors note. If you recently lost your fob, take a look at Wise Breads collection of tips and resources for the recently laid off.]
Let's face it; no one likes the interview process. Well, certainly not the people being interviewed anyway. You have
to be on your best behavior, you only get one chance to get it right, and it's like taking your driving test all over
again. Over the years I've been to countless interviews. To get my first job out of college I attended some 15-20
interviews a week. Whether it was in Britain or over here in the States, the questions never really seemed to
change from job to job. Not only that, but the answers to them are usually the same, with your own personal
interpretation of course. Here I present 23 questions you're likely to be asked, and how I have learned to answer
them. Why 23? Because I had more than 20 and less than 25. Remember, being interviewed is a skill, and if you
do the preparation you should ace it every time. (See also: Tips to Acing an Interview)
1. So, tell me a little about yourself.
I'd be very surprised if you haven't been asked this one at every interview. It's probably the most asked question
because it sets the stage for the interview and it gets you talking. Be careful not to give the interviewer your life
story here. You don't need to explain everything from birth to present day. Relevant facts about education, your
career and your current life situation are fine.
2. Why are you looking (or why did you leave you last job)?
This should be a straightforward question to answer, but it can trip you up. Presumably you are looking for a new
job (or any job) because you want to advance your career and get a position that allows you to grow as a person and
an employee. It's not a good idea to mention money here, it can make you sound mercenary. And if you are in the
unfortunate situation of having been downsized, stay positive and be as brief as possible about it. If you were fired,
you'll need a good explanation. But once again, stay positive.
. Tell me what you know about this company.
Do your homework before you go to any interview. Whether it's being the VP of marketing or the mailroom clerk,
you should know about the company or business you're going to work for. Has this company been in the news
lately? Who are the people in the company you should know about? Do the background work, it will make you
stand out as someone who comes prepared, and is genuinely interested in the company and the job.
4. Why do you want to work at X Company?
This should be directly related to the last question. Any research you've done on the company should have led you
to the conclusion that you'd want to work there. After all, you're at the interview, right? Put some thought into this
answer before you have your interview, mention your career goals and highlight forward-thinking goals and career
plans.
5. What relevant experience do you have?
Hopefully if you're applying for this position you have bags of related experience, and if that's the case you should
mention it all. But if you're switching careers or trying something a little different, your experience may initially not
look like it's matching up. That's when you need a little honest creativity to match the experiences required with
the ones you have. People skills are people skills after all, you just need to show how customer service skills can
apply to internal management positions, and so on.
. If your previous co-workers were here, what would they say about you?
Ok, this is not the time for full disclosure. If some people from your past are going to say you're a boring A-hole,
you don't need to bring that up. Stay positive, always, and maybe have a few specific quotes in mind. "They'd say I
was a hard worker" or even better "John Doe has always said I was the most reliable, creative problem-solver he'd
ever met."
7. Have you done anything to further your experience?
This could include anything from night classes to hobbies and sports. If it's related, it's worth mentioning.
Obviously anything to do with further education is great, but maybe you're spending time on a home improvement
project to work on skills such as self-sufficiency, time management and motivation.
8. Where else have you applied?
This is a good way to hint that you're in demand, without sounding like you're whoring yourself all over town. So,
be honest and mention a few other companies but don't go into detail. The fact that you're seriously looking and
keeping your options open is what the interviewer is driving at.
9. How are you when you're working under pressure?
Once again, there are a few ways to answer this but they should all be positive. You may work well under pressure,
you may thrive under pressure, and you may actually PREFER working under pressure. If you say you crumble like
aged blue cheese, this is not going to help you get your foot in the door.
10. What motivates you to do a good job?
The answer to this one is not money, even if it is. You should be motivated by life's noble pursuits. You want
recognition for a job well done. You want to become better at your job. You want to help others or be a leader in
your field.
11. What's your greatest strength?
This is your chance to shine. You're being asked to explain why you are a great employee, so don't hold back and
stay do stay positive. You could be someone who thrives under pressure, a great motivator, an amazing problem
solver or someone with extraordinary attention to detail. If your greatest strength, however, is to drink anyone
under the table or get a top score on Mario Kart, keep it to yourself. The interviewer is looking for work-related
strengths.
12. What's your biggest weakness?
If you're completely honest, you may be kicking yourself in the butt. If you say you don't have one, you're
obviously lying. This is a horrible question and one that politicians have become masters at answering. They say
things like "I'm perhaps too committed to my work and don't spend enough time with my family." Oh, there's a
fireable offense. I've even heard "I think I'm too good at my job, it can often make people jealous." Please, let's
keep our feet on the ground. If you're asked this question, give a small, work-related flaw that you're working hard
to improve. Example: "I've been told I occasionally focus on details and miss the bigger picture, so I've been
spending time laying out the complete project every day to see my overall progress."
1. Let's talk about salary. What are you looking for?
ARTICLE CONTINUES BELOW
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Run for cover! This is one tricky game to play in an interview. Even if you know the salary range for the job, if you
answer first you're already showing all your cards. You want as much as possible, the employer wants you for as
little as you're willing to take. Before you apply, take a look at salary.com for a good idea of what someone with
your specific experience should be paid. You may want to say, "well, that's something I've thought long and hard
about and I think someone with my experience should get between X & Y." Or, you could be sly and say, "right
now, I'm more interested in talking more about what the position can offer my career." That could at least buy you
a little time to scope out the situation. But if you do have a specific figure in mind and you are confident that you
can get it, I'd say go for it. I have on many occasions, and every time I got very close to that figure (both below
and sometimes above).
14. Are you good at working in a team?
Unless you have the I.Q. of a houseplant, you'll always answer YES to this one. It's the only answer. How can
anyone function inside an organization if they are a loner? You may want to mention what part you like to play in a
team though; it's a great chance to explain that you're a natural leader.
15. Tell me a suggestion you have made that was implemented.
It's important here to focus on the word "implemented." There's nothing wrong with having a thousand great ideas,
but if the only place they live is on your notepad what's the point? Better still, you need a good ending. If your
previous company took your advice and ended up going bankrupt, that's not such a great example either. Be
prepared with a story about an idea of yours that was taken from idea to implementation, and considered
successful.
1. Has anything ever irritated you about people you've worked with?
Of course, you have a list as long as your arm. But you can't say that, it shows you as being negative and difficult
to work with. The best way to answer this one is to think for a while and then say something like "I've always got
on just fine with my co-workers actually."
17. Is there anyone you just could not work with?
No. Well, unless you're talking about murderers, racists, rapists, thieves or other dastardly characters, you can
work with anyone. Otherwise you could be flagged as someone who's picky and difficult if you say, "I can't work
with anyone who's a Bronco's fan. Sorry."
18. Tell me about any issues you've had with a previous boss.
Arrgh! If you fall for this one you shouldn't be hired anyway. The interviewer is testing you to see if you'll speak
badly about your previous supervisor. Simply answer this question with extreme tact, diplomacy and if necessary,
a big fat loss of memory. In short, you've never had any issues.
19. Would you rather work for money or job satisfaction?
It's not a very fair question is it? We'd all love to get paid a Trump-like salary doing a job we love but that's rare
indeed. It's fine to say money is important, but remember that NOTHING is more important to you than the job.
Otherwise, you're just someone looking for a bigger paycheck.
20. Would you rather be liked or feared?
I have been asked this a lot, in various incarnations. The first time I just drew a blank and said, "I don't know."
That went over badly, but it was right at the start of my career when I had little to no experience. Since then I've
realized that my genuine answer is "Neither, I'd rather be respected." You don't want to be feared because fear is
no way to motivate a team. You may got the job done but at what cost? Similarly, if you're everyone's best friend
you'll find it difficult to make tough decisions or hit deadlines. But when you're respected, you don't have to be a
complete bastard or a lame duck to get the job done.
21. Are you willing to put the interests of X Company ahead of your own?
Again, another nasty question. If you say yes, you're a corporate whore who doesn't care about family. If you say
no, you're disloyal to the company. I'm afraid that you'll probably have to say yes to this one though, because
you're trying to be the perfect employee at this point, and perfect employees don't cut out early for Jimmy's
baseball game.
22. So, explain why I should hire you.
As I'm sure you know, "because I'm great" or "I really need a job" are not good answers here. This is a time to
give the employer a laundry list of your greatest talents that just so happen to match the job description. It's also
good to avoid taking potshots at other potential candidates here. Focus on yourself and your talents, not other
people's flaws.
2. Finally, do you have any questions to ask me?
I'll finish the way I started, with one of the most common questions asked in interviews. This directly relates to the
research you've done on the company and also gives you a chance to show how eager and prepared you are. You'll
probably want to ask about benefits if they haven't been covered already. A good generic one is "how soon could I
start, if I were offered the job of course." You may also ask what you'd be working on. Specifically, in the role
you're applying for and how that affects the rest of the company. Always have questions ready, greeting this one
with a blank stare is a rotten way to finish your interview. Good luck and happy job hunting.